Are we finally at the convergence of content marketing and social media software?
I’ve written a lot about content marketing software and the content marketing software and tools industry. I believe it’s overbuilt. I believe it’s too frothy. I believe there’s too many startups with too much venture capital. Some of them will fail. Some of them will be disintermediated. Some of them will be rolled up. But they ain’t all going to make it.
I have been under the impression for quite a while that eventually one of the large content marketing platforms — Kapost, NewsCred, Percolate, Contently — will develop social media capabilities and try to become the ultimate content marketing meets social media stack. I believe that to be the case.
Maybe Social is the Parent and Content is the Child?
However, a very interesting announcement from Sprinklr, which is certainly one of the leaders in enterprise social media software. Sprinklr has rolled out its own content marketing suite, including calendaring, the ability to surface topics, and the ability to build out real-time newsrooms. A lot of the tools and technologies that the content marketing platforms have, Sprinklr is now trying to build into their software offering.
I’ve thought that content marketing would be the parent, and social marketing would fit underneath it. What Sprinklr is trying to do is flip the script on that, where social media becomes the parent and content marketing is the child. It is a very interesting move.
Sprinklr has an absolute metric crap ton of venture capital, and they’re spending it like a drunken sailor on shore leave, and good for them. They are trying to build out a defensible platform that nobody else can come after them or not easily come after them, unless you are a big, big, big company like Salesforce, Oracle, Adobe, or IBM.
Ladies and gentlemen, the line in the sand has been drawn. Shots fired. We are going to see a major, major shift in the next 12 to 18 months in the social media software business and the content marketing software business. (highlight to tweet) I’m not sure who’s going to win yet, but with Sprinklr’s announcement, we are entering a brand new era. I’m fascinated to see how it’s going to turn out.
Sprout Social Shoutout
Today’s Sprout Social Shoutout is for my pal Tom Martin. Tom wrote an amazing book called “The Invisible Sale.” Really terrific book on how to use social media and digital technologies to do better selling. It is really the definitive work on social selling in my estimation. Tom is also a great guy. You should totally follow him in social media, and if you’re ever down in New Orleans, look him up. He will give you the local’s tour.
About Jay Today
This video is from Jay Today is my near-daily 3-minute video where I talk about social media, content marketing, business and life. JayToday is available on Youtube, iTunes (as a video podcast, and now as an audio podcast too), and at JayToday.tv. The show is sponsored by Sprout Social (which I use for my social media), and Candidio (a great video editing service).